Pulsetest

  • Armed with technology, advertisers can spend less and still grow sales

    … For almost a century, ad spending has hovered around 1 to 1.5 percent of GDP, and this year will be no different, if the forecasts are right. Zenith Media, one of the most widely cited forecasters, projects that this year’s total ad spend will reach $197 billion in 2017, based on the belief that advertising’s share of the gross domestic product…

    Digiday- 19 readers -
  • The Brand Lie: How Tina Sharkey wants to shake up CPG

    … Tina Sharkey thinks people are being ripped off. They pay extra for basic goods like toilet paper and toothpaste on the back of billions in marketing and brand building by the likes of P&G and Unilever. The extra margins charged thanks to branding amount to a tax on people. It’s why she’s even trademarked the term “BrandTax” and put…

    Shareen Pathak/ Digidayin How To's- 24 readers -
  • Can automation help retailers fend off the threat of Amazon?

    … The LoweBot is an actual 5-foot-fall robot that sweeps the aisles of Lowe’s home-improvement stores to track inventory and help shoppers find items. After the first one was deployed in August 2016 in San Francisco, it’s live in 11 California-area Lowe’s stores. But it does have roots in science fiction. It’s tough to articulate a far-future…

    Digiday- 19 readers -
  • How Brendan Eich plans to flip the online ad model and fix the web

    … Brendan Eich knows how the web works — and how to fix it. The inventor of JavaScript while at Netscape is now occupied with growing a new browser, Brave, which promises to be far faster than entrenched leaders like Google Chrome. The trick: Brave blocks data-hogging ads and flips the web’s publishing model. Instead of advertisers paying…

    Lucia Moses/ Digidayin How To's- 19 readers -
  • A tax could remedy slow-loading ads, but enforcement would be tricky

    … Readers are quick to click away from webpages that don’t load in a timely manner, and advertising contributes to that latency. But what if advertisers got taxed for heavy ads that delay publishers’ page-load speeds? Ad-quality issues delay page loads by an average of 4.3 seconds, costing ad-supported sites $400,000 in revenue a year, according…

    Yuyu Chen/ Digiday- 11 readers -
  • Turning off retargeting could hurt publishers and empower Google, Facebook

    People being stalked around the internet with ads for the same pair of sneakers is one of the unfortunate side effects of digital advertising. But online ad campaigns still rely on retargeting because, well, it works. Users can turn off their cookies to reduce retargeting, but it’s hard to eliminate all ad tracking since advertisers also identify users by their login data.

    Digiday- 18 readers -
  • Stay tuned: Ad-free TV is on its way

    … TV viewers have long accepted a simple trade-off: To watch your favorite shows, you’re going to have to sit through commercials. Even though you’re paying a fee for every channel as part of your cable TV bundle subscription, commercials are part of the ballgame. The rise of DVRs put a dent in this bargain, showing that people were willing to take…

    Digiday- 22 readers -
  • How Amazon could become an entertainment powerhouse

    … The list of industries trembling at the thought of Amazon turning its sights on them is not short. One juicy target: Hollywood. Amazon already has a foothold in entertainment. After all, Amazon Prime Video already reaches roughly 18 percent of U.S. households. Amazon chief Jeff Bezos is poised to spend $4.5 billion on video content in 2017…

    Lucia Moses/ Digidayin How To's- 45 readers -
  • Why Amazon is set to change advertising as we know it

    … When it comes to threats to advertising, Martin Sorrell is a keen student. He quickly identified Google as a frenemy during its rise. And now, it’s Amazon that’s keeping him up at night. The reason: Amazon boasts a gigantic pool of data, not just likes and habits, but actual purchases. It could position its ad platform to be the arbiter of what…

    Shareen Pathak/ Digidayin Affiliate Paid Search- 56 readers -
  • Gwyneth Paltrow on building a lifestyle media brand: ‘It has to mean something’

    … Gwyneth Paltrow started Goop as a newsletter in 2008 to give recommendations about food, fitness, fashion and beauty. The company has since expanded to add commerce, product lines and books. Recently, Goop partnered with Condé Nast on a quarterly print magazine, launching in September. We caught up with Paltrow to learn more about the launch…

    Digiday- 17 readers -
  • The last empire: Inside Dentsu’s looming presence in Japan

    … Foreigners visiting Dentsu for the first time are in for a shock. The agency group’s headquarters in Tokyo are massive, occupying a central role in the Shiodome district. Visitors are treated to the full Dentsu experience, taken to a VIP elevator that will whisk them up 48 stories to the top floor, where Dentsu’s top execs enjoy spectacular views…

    Yuyu Chen/ Digiday- 17 readers -
  • Eyes wide shut: Marketers need to fix digital media

    … Marketers often play the role of the disappointed parent when it comes to digital media. They see so much potential in it, only to be let down by its recurring issues of fraud, lack of transparency and bad ads. Now, more than ever, it’s become clear that for real change to happen in digital media, marketers will need to take responsibility…

    Shareen Pathak/ Digiday- 20 readers -
  • The Connecter: Meet Dany Lennon, the ad industry’s foremost talent hunter

    … At lunch, Dany Lennon orders salmon. “I need the protein,” she says. “Did I tell you, darling, that I’m a boxer?” Turns out she is, in a sense. Lennon, founder of the Creative Register – arguably the industry’s most influential talent management and recruiting company – had started taking boxing lessons several weeks earlier. Over a two-hour…

    Shareen Pathak/ Digiday- 35 readers -
  • The definitive oral history of Burger King’s Whopper Sacrifice

    … In 2009, Crispin Porter + Bogusky and Burger King were on a high. In answer to a brief to show people demonstrating their love for the Whopper on the burger’s 50th anniversary, two zany campaigns had pushed the envelope and broken online records: Whopper Freakout (which secretly taped people after telling them the Whopper was off the menu…

    Shareen Pathak/ Digiday- 23 readers -
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